Name Calling: How about library Supporter?

To promote a higher concept of the modern library, perhaps we should start with a higher concept of its public.

What's in a name? Does it make a difference? Does it affect marketing? Is it ultimately important when considering branding? There seems to be a debate about name calling. What should the modern library and the new librarian call its public: Patron? User? Client? Customer?

The Merriam-Webster Explorer Dictionary defines a Patron as a chosen/special protector; a wealthy or influential supporter or a regular client or customer. A Customer is defined as one who patronizes or uses services; a buyer or purchaser; a regular or frequent buyer. On the other hand, a Client is a person who hires the services of a professional or someone under the protection of a patron. And a User is one who enjoys a presumptive right after long continued use.

There are elements of each of these terms which are acceptable and familiar when relating to library users. You could call the average library visitor a client or customer, but you couldn't accurately refer to everyone as a chosen special protector, or a wealthy or influential supporter per se. You might also call this person a customer because he patronizes or uses library services. But it would not be appropriate to call him a regular buyer or purchaser or an employer of library staff. Not to mention the term User conjuring up some negative images.

Because I do not feel any of these terms are wholly accurate to define this relationship, I decided to look for a different word; common yet definitive for this modern relationship which marketing has actually impacted.

As a result, I considered sponsor partly due to its being a synonym of patron, but found that a sponsor is one who accepts responsibility for another person or thing. I also came upon the term supporter: one that supports, backs up, assists. An advocate or champion. A common term, not medieval or stoic, nor squeamish. A nice sounding word which pretty well covers the personality of the frequent library lover/user. Perhaps library Supporter might encompass traits ideal for a new relationship between library visitors and library staff.

With the trends geared toward reviving, renewing and upgrading the library image and usefulness through marketing, perhaps terminology does make a difference. Creating a brand/image of the modern information giant and establishing that image is a real focus. And taking this image from the dark ages of memorizing the Dewey Decimal System to the Greek think tanks of the first librarians should be the future.

Perhaps it is time to forge ahead into that emotional bond; that connection between user and provider pursuing that element of dependency so necessary for the modern library and the new librarian to possess and nurture with its public in order to survive and thrive.

What's in a name is important. To promote a higher concept of the modern library, perhaps we should start with a higher concept of its public.

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No Librarian Left Behind (1)

This series is created to provide quick and easy promotional suggestions and ideas to establish individual Unique Selling Points (USP) which will differentiate the New Librarian in the world of information professionals.

Professional Development for the New Librarian: Simple Wins in Small Doses

Installment One:

"Image"



Do you feel these suggestions could help you in your corner of librarianship?

Click on comments below and share your simple wins.

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Symbolic Violence and the New Librarian

Simple Wins in the Image Revolution

Excerpts of this article were published in the

Association of Rural and Small Libraries
Rural Library Services Newsletter
vol.20 issues 4,5 (Sept-Dec 2009)
and
Information Outlook: The Magazine of the Special Libraries Association
Letters to the Editor
vol. 14/n 01 (Jan-Feb 2010)

In the September issue of Information Outlook, words, images and perceptions were identified which have the greatest potential to hurt or help the careers of library and information professionals. As a powerful instrument which dominates culture and through which a continued image of the librarian has had a long and consistent history, the media has fixed a stereotype of the profession in popular culture since the early 1900’s via comic strips, movies and advertising. What is most disturbing about this stereotype is that there is no attempt to deflect from this image because it promotes comedy, or worse yet, horror.


In their article entitled, “Librarians and Party Girls: Cultural Studies and the Meaning of the Librarian,” Marie and Gary Radford (2003) define this trend as being a representation in “contemporary cultural forms” due to culture shaping history (p. 55). Power or force is therefore defined in cultural terms as a “key element in wielding symbolic violence” (p. 59).


It is because of this symbolic violence that professional development cannot be promoted successfully without addressing these stereotypes. As a first step toward this goal, reversing the stereotype by involving media images of the profession in the reverse of this image is foremost: happy and helpful as opposed to fussy or dour. This does not necessarily mean that we should all become young again or a super hero, but rather, show the public and media how happy we are with ourselves, our jobs and how completely enraptured we are with solving their informational needs and requirements.


Another strategy is to substitute a range of positive images for negative imagery: the corporate professional look as opposed to dowdy and frumpy. If it’s true that clothes can make the man or woman, then a few flexible and traditional items in a wardrobe can create a positive impression when dealing with initial perceptions. Updating a wardrobe does not necessarily mean radical or dressing too young for one’s years, but rather simple and comfortable in a polished manner.


The third avenue promoting change is to work within the stereotype to contest it as a means of refuting it. In simplicity, it is really only a struggle with representation. Positive representation possesses the greatest impact. Representing the profession as uniquely dedicated, non-traditional and inventively service oriented is the powder in the keg. It is the library and information professional who is the actual ambassador of the industry.


These challenges are presented as a means to approach an image revolution in the library profession with a new vantage point through cultural studies. These ‘simple wins’ will extend the new vision for the ‘new librarian’ without booting out the not so young, not so bold, and not so beautiful. Because culture helps to shape history, it is up to library and information professionals to reverse this trend and promote the lasting change necessary to free the industry from symbolic violence.

This is the make-over which will encourage the idealized image of the ‘new librarian.’

Radford, Marie L. & Radford, Gary P. (Jan. 2003). Librarians and party girls: cultural studies and the meaning of the librarian. Library Quarterly, 67 (1), 54-69.
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